Methods, systems, and media for enhancing a blind URL escrow with real time bidding exchanges

Abstract

Methods, systems, and media for enhancing a blind URL escrow with real-time bidding exchanges are provided. In some embodiments, the method comprises: receiving, using a hardware processor, a URL associated with an advertisement placement from a seller, generating a rating for the URL received from the seller; determining metadata based on the URL and a domain name associated with the seller, generating an anonymous label corresponding to the URL that includes the generated rating and the determined metadata; transmitting the anonymous label to a real-time bidding exchange; and causing a verification beacon to be inserted into an advertisement to be displayed in the advertisement placement in response to a buyer purchasing an opportunity to place an advertisement in the advertisement placement using the anonymous label through the real-time bidding exchange.

What is claimed is: 
     
       1. A method for enhancing a uniform resource locator (URL) escrow system, the method comprising:
 transmitting, using a hardware processor, an anonymous label that corresponds to a URL; 
 generating, using the hardware processor, an updated anonymous label that indicates that a buyer has purchased an opportunity to place a content item in a content placement that corresponds to the anonymous label, wherein a verification beacon is inserted into the content item to be presented in the content placement; 
 receiving, using the hardware processor, an actual URL from the verification beacon, wherein the actual URL indicates a location where the content item was presented; and 
 determining, using the hardware processor, whether a seller of the content placement on the URL should be identified as being trustworthy based on a similarity between the URL received from the seller and the actual URL, wherein the seller is identified as being trustworthy using a reliability score that is based in part on an amount that the seller is identified as a trusted seller or an untrusted seller. 
 
     
     
       2. The method of  claim 1 , further comprising generating the anonymous label corresponding to the URL by inputting the URL, a rating for the URL, and metadata based on content of a page specified by the URL into a hash function and receiving an output from the hash function that is the anonymous label corresponding to the URL. 
     
     
       3. The method of  claim 2 , wherein the rating is based at least in part on a detection of objectionable content located at the received URL. 
     
     
       4. The method of  claim 2 , wherein the metadata includes data associated with a volume of traffic to the received URL. 
     
     
       5. The method of  claim 2 , further comprising generating the rating for the URL based on the content of the page specified by the URL. 
     
     
       6. The method of  claim 2 , further comprising:
 including a timing parameter with the rating; 
 initiating the timing parameter in response to determining that the rating has been generated; and 
 generating an updated rating in response to determining that the timing parameter has expired. 
 
     
     
       7. The method of  claim 1 , further comprising:
 including a timing parameter with the anonymous label; 
 initiating the timing parameter in response to determining that the anonymous label has been transmitted to the real-time bidding exchange; and 
 generating an updated anonymous label in response to determining that the timing parameter has expired. 
 
     
     
       8. The method of  claim 1 , further comprising:
 calculating a semantic distance between the URL received from the seller and the actual URL, wherein the semantic distance indicates the similarity between the received URL and the actual URL; and 
 updating metadata corresponding to a domain name associated with the seller based on the calculated semantic distance. 
 
     
     
       9. A system for enhancing a uniform resource locator (URL) escrow system, the system comprising:
 a hardware processor that is configured to:
 transmit an anonymous label that corresponds to a URL; 
 generate an updated anonymous label that indicates that a buyer has purchased an opportunity to place a content item in a content placement that corresponds to the anonymous label, wherein a verification beacon is inserted into the content item to be presented in the content placement; 
 receive an actual URL from the verification beacon, wherein the actual URL indicates a location where the content item was presented; and 
 determine whether a seller of the content placement on the URL should be identified as being trustworthy based on a similarity between the URL received from the seller and the actual URL, wherein the seller is identified as being trustworthy using a reliability score that is based in part on an amount that the seller is identified as a trusted seller or an untrusted seller. 
 
 
     
     
       10. The system of  claim 9 , wherein the hardware processor is further configured to generate the anonymous label corresponding to the URL by inputting the URL, a rating for the URL, and metadata based on content of a page specified by the URL into a hash function and receiving an output from the hash function that is the anonymous label corresponding to the URL. 
     
     
       11. The system of  claim 10 , wherein the rating is based at least in part on a detection of objectionable content located at the received URL. 
     
     
       12. The system of  claim 10 , wherein the metadata includes data associated with a volume of traffic to the received URL. 
     
     
       13. The system of  claim 10 , wherein the hardware processor is further configured to generate the rating for the URL based on the content of the page specified by the URL. 
     
     
       14. The system of  claim 10 , wherein the hardware processor is further configured to:
 include a timing parameter with the rating; 
 initiate the timing parameter in response to determining that the rating has been generated; and 
 generate an updated rating in response to determining that the timing parameter has expired. 
 
     
     
       15. The system of  claim 9 , wherein the hardware processor is further configured to:
 include a timing parameter with the anonymous label; 
 initiate the timing parameter in response to determining that the anonymous label has been transmitted to the real-time bidding exchange; and 
 generate an updated anonymous label in response to determining that the timing parameter has expired. 
 
     
     
       16. The system of  claim 9 , wherein the hardware processor is further configured to:
 calculate a semantic distance between the URL received from the seller and the actual URL, wherein the semantic distance indicates the similarity between the received URL and the actual URL; and 
 update metadata corresponding to a domain name associated with the seller based on the calculated semantic distance. 
 
     
     
       17. A non-transitory computer-readable medium containing computer executable instructions that, when executed by a processor, cause the processor to perform a method for enhancing a uniform resource locator (URL) escrow system, the method comprising:
 transmitting an anonymous label that corresponds to a URL; 
 generating an updated anonymous label that indicates that a buyer has purchased an opportunity to place a content item in a content placement that corresponds to the anonymous label, wherein a verification beacon is inserted into the content item to be presented in the content placement; 
 receiving an actual URL from the verification beacon, wherein the actual URL indicates a location where the content item was presented; and 
 determining whether a seller of the content placement on the URL should be identified as being trustworthy based on a similarity between the URL received from the seller and the actual URL, wherein the seller is identified as being trustworthy using a reliability score that is based in part on an amount that the seller is identified as a trusted seller or an untrusted seller.